Not All Offsite Is Created Equal

By Katherine Meyer, Product Marketing Manager at Chicory

The Many Flavors of Offsite Media

Offsite retail media spans several media types, including social media, programmatic, connected TV (CTV), and contextual commerce media.

Each of these options qualifies as offsite, but not all offsite solutions deliver the same quality of engagement or results.

Just because brands can reach consumers wherever they are doesn’t mean they’re reaching them in a high-intent moment or when shoppers are in an active mindset to make decisions.

Some media may be reaching consumers in passive or unknown mindsets, viewing content that finds them in low-intent moments.

Why Contextual Commerce Media Is the Go-To for Offsite

Contextual commerce media, like Chicory’s, stands apart because it aligns both mindset and moment.

Rather than serving ads to known shoppers in irrelevant or passive environments, Chicory reaches them in moments of active decision-making: when they’re planning meals, searching for recipes, or building shopping lists.

This is the sweet spot for retail media: where intent, relevance, and action naturally converge.

Through partnerships with leading RMNs, Chicory connects into retailers’ ecosystems so that brands can receive measurement and insights directly from the retailers themselves, such as:

Closed-loop, retailer-verified measurement
Incremental sales and iROAS insights

Proven Results

Contextual commerce media doesn’t just complement retail media, it amplifies it. As RMNs look to maintain onsite-level performance offsite, Chicory’s contextual approach has proven it can deliver retailer-level results at scale.

In a recent campaign with a national meat commodity board, shoppers exposed to Chicory’s contextual media demonstrated a clear sales lift compared to unexposed shoppers.

When comparing targeting strategies, contextual placements outperformed behavioral targeting by more than 2x in iROAS (3.13x vs. 1.41x) — proving that an active mindset and high-intent moment drive measurable outcomes.

Across categories and partners, Chicory campaigns consistently deliver:

34–62% incremental purchasers (new or lapsed shoppers, not just loyal buyers)*
Full-funnel results validated through retailer-verified measurement
Brand-safe inventory aligned with retailer and brand values

The Bottom Line

As RMNs continue to mature and look to expand offsite, the challenge lies in how to do it effectively.

Chicory’s contextual commerce media ensures that offsite expansion doesn’t come at the expense of performance or trust.

By reaching shoppers in the right mindset — an active mindset — and at the right moment, Chicory transforms offsite from a scale play into a true results driver, delivering measurable outcomes that amplify onsite retail media.

*Source: 84.51° reporting and analysis on 234 Chicory campaigns